Developing a organizational citizenship behavior scale for hospitality employees based on the three-leg model

Abstract

In the hospitality industry, the job characteristics of frontline employees are distinctively characterized by high levels of interaction while serving customers. In addition to organizational citizenship behavior directed towards colleagues and the organization, organizational citizenship behavior oriented towards customers significantly enhances positive customer experiences, which is a core factor contributing to the enterprise’s success. This study applies a three-leg model to develop a scale for measuring employees’ organizational citizenship behavior directly serving customers in the Danang City, Vietnam, hotel industry. The author employs a qualitative research method to gain deeper insights into the scale; subsequently, quantitative research is utilized to evaluate the scale. The research findings indicate that the three-leg model achieves a high level of compatibility, wherein the organizational citizenship behavior of hotel employees can be measured through 18 observed variables across three aspects: organizational citizenship behavior directed towards the organization (06 items), organizational citizenship behavior directed towards colleagues (06 items), and organizational citizenship behavior directed towards customers (06 items).